A crackdown on fake adverts "leeching" on the reputations of celebrities like Martin Lewis is being weighed up by ministers.
The money-saving expert has warned MPs that laws need to be tightened after scammers used deepfake technology to imply he endorsed products - which he didn't.
He is one of many well-known figures to be targeted by crooks, the Government has been warned.
Today ministers announced they are looking at ways to deal with illegal adverts, admitting that existing laws haven't kept up with the pace of the internet.
The Government said that fake celebrity scams, including fraudulent endorsements, will be among the crimes looked at by a new taskforce ahead of new laws being put forward.
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Plans to tackle illegal adverts - including those targeting children - are being drawn upIt comes after Mr Lewis warned that chillingly realistic adverts had been circulated around the internet appearing to show him backing bitcoin schemes.
In a submission to MPs earlier this year, Money Saving Expert - which Mr Lewis set up - said: "Martin Lewis’ face is being published widely on Facebook and across the internet, seemingly advertising binary trading, energy products, PPI companies and mortgage brokers.
"None of these adverts are genuine. These scams are leeching off the hard-earned, widely trusted reputations of Martin Lewis and MoneySavingExpert.com."
Earlier this month he told the BBC he felt "sick" after becoming aware of the sake ads, stating: "I've had friends of mine get in touch with me at times saying 'hey, I've just put some money in that investment scheme you're advertising'.
"I don't advertise, I don't do investment."
The Mirror has contacted Mr Lewis's representatives for comment.
Experts warn new laws are needed to tackle illegal ads promoting financial scams, weapons and drugs - as well as fake tickets and counterfeit clothing.
Ministers are also working out ways to target hackers who use malware in pop-up adverts, and those behind fake celebrity scams.
The Government says legislation hasn't kept up with changes in the way products are advertised online - and warned influencers who are paid for posts won't be spared.
It means social media firms, search engines and other websites will be required by law to tighten up their processes to stop people being targeted by illegal ads.
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The laws - which have yet to be outlined - will also prevent under-18s seeing adverts for age-restricted products and services such as adult films and games.
Creative Industries Minister Sir John Whittingdale said: "Advertising is a huge industry in which Britain is a world leader.
"However, as online advertising has taken a steadily bigger share, the rules governing it have not kept pace and so we intend to strengthen them to ensure consumers are properly protected."
The Government has set up a new taskforce chaired by Sir John and Mark Lund, who chairs the Advertising Standards Board of Finance.
He said: “UK advertising is a dynamic engine for the UK economy because it’s creative and trusted.
“So, I’m delighted to be helping lead in the taskforce’s role in strengthening industry’s response to illegal harms advertising and the protection of children online, building on the long-term success of the ASA and the self-regulation system in keeping both trust and creativity at world leading levels.”
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